Merchandising Systems, Methods of Merchandising, and Point-Of-Sale Devices Comprising Micro-Optics Technology

ABSTRACT

A merchandising system, including: a consumer product. The merchandising system includes at least one of the consumer product, packaging for the consumer product, and advertisement material pertaining to the consumer product. At least one element of the merchandising system includes indicia and/or an image that relates, or is analogous to, an attribute and/or targeted benefit of the consumer product. At least one element of the merchandising system further includes a micro-optic structure capable of controlling the scatter of light impinging thereon so that the micro-optic structure reflects and/or transmits light in a field of view over which at least a portion of the indicia and/or image appears brighter relative to that outside the field of view.

FIELD OF THE PRESENT DISCLOSURE

The present disclosure relates to merchandising systems, methods ofmerchandising products, and point-of-sale devices that employmicro-optics technology to feature indicia and/or an image associatedwith a product.

BACKGROUND

Prospective buyers can face an overwhelming number of options whenshopping for a specific consumer product. For example, the number ofdifferent beauty care products being offered for sale in a retailestablishment can reach into the hundreds. Manufacturers of consumerproducts typically include claims on their goods, both to provideinformation to consumers, and to distinguish their goods from competinggoods. Thus, prospective buyers must attempt to digest a significantamount of textual information associated with the different products andcompare the same. The length of time required to thoroughly accomplishthis task may be unworkable for many consumers. Furthermore, manyconsumers may find it easier to relate to pictures, illustrations,indicia, or other visual representations rather than simply text tounderstand important aspects (e.g., an attribute and/or targetedbenefit) of a specific product, as noted by the oft-cited phrase “apicture is worth a thousand words.”

Manufacturers of products also generally include various color andgraphic schemes to distinguish their goods from competing goods. Due tothe large number of competing products however, the collection ofdifferent colors and graphics may tend to blend together in the eyes ofa prospective buyer looking at the shelves containing the plethora ofdifferent products. The color and graphic schemes accordingly maycontribute little to distinguishing competing goods. Moreover, thevarious colors and graphics do not necessarily provide importantinformation about the product for an initial purchase decision or forallowing consumers to compare competing products.

Accordingly, there is a need for a visual methodology that can helpconsumers distinguish a product from competing products and/orcommunicate visual imagery relating to a product's attributes and/ortargeted usefulness.

BRIEF DESCRIPTION OF THE DRAWINGS

While the specification concludes with claims particularly pointing outand distinctly claiming the subject matter which is regarded as formingthe present disclosure, it is believed that illustrative embodiments ofthe present disclosure may be better understood from the followingdescription taken in conjunction with the accompanying drawings, inwhich:

FIG. 1 is a perspective view of an exemplary point-of-sale devicesuitable for use with the present disclosure;

FIG. 2 is a perspective view of an exemplary primary packaging containersuitable for employment with the present disclosure; and

FIG. 3 is a perspective view of an exemplary secondary packagingcontainer suitable for receiving the primary packaging container shownin FIG. 2 and for employment with the present disclosure.

DETAILED DESCRIPTION OF THE PRESENT DISCLOSURE

It is to be understood that the scope of the claims is not limited tothe specific devices, methods, conditions or parameters described and/orshown herein, and that the terminology used herein is for the purpose ofdescribing particular embodiments by way of example only and is notintended to be limiting of the present disclosure. Also, as used in thespecification including the appended claims, the singular forms “a,”“an,” and “the” include the plural.

As used herein, “consumer product” includes consumable goods that getused up and have to be replaced; personal use devices, implements,appliances that may or may not employ consumable components; andarchitectural surface coverings.

As used herein, “indicia” means an identifying mark, including textand/or graphics.

As used herein, “image” means a photograph, illustration and/or otherpictorial representation of a mammal, object, indicia or thing.

As used herein, “micro-optic” and “micro-optic technology” refers to astructure comprising one or more optical elements that are typicallydimensioned on the order of tens of microns or less; although opticalelements that are larger than this can also be employed. The opticalelements generally manipulate light so as to provide various visualeffects by themselves or visual effects upon accompanying indicia and/orimages. These terms include, but are not limited to, structures that aredisclosed in U.S. Pat. Nos. 5,359,454; 5,461,495; 5,475,533; 5,503,902;5,568,313; 5,715,316; 6,288,842; and 6,870,681, and U.S. Publishedpatent application Nos. 2003/0179364; 2003/0232179; 2004/0042753;2004/0067360; and 2005/0180020.

As used herein, “packaging” means a structure or material that is atleast partially disposed on or about a consumer product when the productis presented to the public. “Primary packaging” means any container,including its closure, pump, cap or other peripheral items, in which theconsumer product is in direct contact. And “secondary packaging” meansany additional materials that are associated with the primary packaging,such as, for example, a container such as a box or polymeric sleeve thatat least partially surrounds, contains, or contacts the primarypackaging.

As used herein, “advertisement material” means a tangible medium ofexpression, which by itself or with the aid of a peripheral device,makes known the existence of, or proclaims the quality or advantages of,an associated consumer product.

As used herein, “consumer product aspect” includes a product attribute,a targeted benefit of the consumer product, and any other propertyassociated with the consumer product.

As used herein, “attribute” means a quality or characteristic inherentin or ascribed to a particular consumer product.

As used herein, “targeted benefit” means an outcome that is believedachievable at least the majority of the time by using a particularconsumer product in accordance with the product's directions of use.

As used herein, “removably affixed” means a first object can be removedfrom a second object to which the first object is affixed without asignificant amount of destruction or distortion of either the componentor the object, wherein the first object and/or second object remainsessentially intact, and if desired, is useable for its initial functionor any other use for providing visual stimulus. The first object mayoptionally be subsequently attached to the second object or to a thirdobject.

As used herein, “foil laminate ” refers to a metal foil, typicallyaluminum foil, laminated to the surface of paper, card, board stock orother substrate or laminated to or between polymer films and optionallyover printed, or a metallized polymer film laminated to a polymer,paper, card, board stock or other substrate surface and optionally overprinted.

As used herein, “embossed foil” refers to a metal foil, typicallyaluminum foil, optionally laminated to the surface of paper, card, boardstock or other substrate, or laminated to or between polymer films, thatis mechanically embossed to create a surface relief pattern andoptionally over printed.

As used herein, “Fresnel reflector micro-optic material” refers to apolymer surface replication of a Fresnel lens or Fresnel reflectorfocusing surface that may be optionally metallized, optionallyoverprinted, and optionally laminated to a second substrate.

As used herein, “rainbow diffractive micro-optic material” refers to apolymer surface replication of a uniform holographic, diffractiongrating, or diffractive micro-structure surface that may optionally becoated with a reflective material, laminated to a substrate, or overprinted.

As used herein, “kinegram diffractive micro-optic material” refers to apolymer surface replication of a non-uniform patterned diffractivemicro-structure surface that may optionally be coated with a reflectivematerial, laminated to a substrate, or over printed.

As used herein, “cylindrical lens micro-optic material” refers to amulti-layer polymer construction incorporating a surface replication ofa cylindrical lens array on the top surface of a transparent substrateand a linear pattern of interleaved images printed on the back surfaceof the substrate.

As used herein, “optical brightener” and “bleaching agent” include, butare not limited, to related materials disclosed in U.S. Pat. Nos.5,789,368; 6,326,348; 6,583,096; and 6,887,838.

As used herein, “keratinous tissue” refers to keratin-containing layersdisposed as the outermost protective covering of mammals which includes,but is not limited to, skin, hair, toenails, fingernails, cuticles,hooves, etc.

As used herein, the term “topical application” means to apply or spreadbeauty care compositions in accordance with the present disclosure ontothe surface of the keratinous tissue.

As used herein, “dermatologically acceptable” means that the beauty carecompositions or components described are suitable for use in contactwith human keratinous tissue without undue toxicity, incompatibility,instability, allergic response, and the like.

As used herein, the term “safe and effective amount” means an amount ofa compound or composition sufficient to significantly induce a positivebenefit, as an example, a positive keratinous tissue appearance or feelbenefit, including independently or in combination the benefitsdisclosed herein, but low enough to avoid serious side effects (i.e., toprovide a reasonable benefit to risk ratio, within the scope of soundjudgment of the skilled artisan).

As used herein, the term “post-inflammatory hyperpigmentation” refers tothe changes in melanin content as a response to an inflammatory event(e.g., acne, scratch, insect sting or bite, sunburn, etc), especially indark skin subjects.

As used herein, the term “hyperpigmentation” refers to an area of skinwherein the pigmentation is greater than that of an adjacent area ofskin (e.g., a pigment spot, an age spot, and the like).

As used herein, the terms “desquamation, exfoliation, and/or turnover”mean the removal of the upper layers of the stratum corneum (comprisingthe horny layers).

As used herein, the terms “oily and/or shiny appearance” mean the glossylook mammalian skin tends to exhibit upon the excretion of oil, sebum,and/or sweat from the respective source gland.

As used herein, the term “sagging” means the laxity, slackness, or thelike condition of skin that occurs as a result of loss of, damage to,alterations to, and/or abnormalities in dermal elastin.

As used herein, the term “smoothing” and “softening” of keratinoustissue means altering the surface of the keratinous tissue such that itstactile feel is improved.

As used herein, the term “sallowness” of skin means the pale color,yellow color or the like condition of skin that occurs as a result of aloss of, damage to, alterations to, and/or abnormalities in skincomponents such that they become colored (e.g., yellow in color) due toprocesses such as protein glycation and accumulation of lipofuscin or inthe decrease in peripheral blood flow that typically accompanies skinaging.

The present disclosure is directed to merchandising systems that includea consumer product, indicia and/or an image associated with the consumerproduct, and micro-optic technology for featuring at least a portion ofthe indicia/image. The micro-optic technology and the indicia or imagescan be associated with the consumer product itself, packaging for theconsumer product, and/or advertisement materials pertaining to theconsumer product.

Although the present disclosure is not limited to consumer productsfalling within specific categories, a representative, non-limiting listof product categories includes antiperspirants, baby care, colognes,commercial products (including wholesale, industrial, and commercialmarket analogs to consumer-oriented consumer products), cosmetics,deodorants, dish care, feminine protection, hair care, hair color,health care, household cleaners, incontinence care, laundry, oral care,paper products, personal cleansing, disposable absorbent articles, pethealth and nutrition, prescription drugs, prestige fragrances, skincare, snacks and beverages, special fabric care, shaving and other hairgrowth management products, small appliances, devices and batteries. Avariety of product forms may fall within each of these productcategories. Exemplary product forms and brands are described on TheProcter & Gamble Company's website www.pg.com, and the linked sitesfound thereon. It is to be understood that consumer products that arepart of product categories other than those listed above are alsocontemplated by the present disclosure, and that alternative productforms and brands other than those disclosed on the above-identifiedwebsite are also encompassed by the present disclosure.

Exemplary products within the laundry category include detergents(including powder, liquid, tablet, and other forms), bleach,conditioners, softeners, anti-static products, and refreshers (includingliquid refreshers and dryer sheets). Exemplary products within the oralcare category include dentifrice, floss, toothbrushes (including manualand powered forms), mouth rinses, gum care products, tooth whiteningproducts, and other tooth care products. Exemplary feminine protectionproducts include pads, tampons, interlabial products, and pantiliners.Exemplary baby care products include diapers, wipes, baby bibs, babychange and bed mats, and foaming bathroom hand soap. Exemplary healthcare products include laxatives, fiber supplements, oral and topicalanalgesics, gastrointestinal treatment products, respiratory andcough/cold products, heat delivery products, and water purificationproducts. Exemplary incontinence care products include diapers, pads,and liners. Baby care, incontinence care and feminine protectionproducts may be marketed for purposes of managing urinary and/or fecalincontinence; absorbing or containing bodily wastes; toilet training;and/or protecting skin. Exemplary paper products include toilet tissues,paper towels, and facial tissues. Exemplary hair care products includeshampoos, conditioners (including rinse-off and leave-in forms), andstyling aids. Exemplary household care products includes sweeperproducts, floor cleaning products, wood floor cleaners, antibacterialfloor cleaners, fabric and air refreshers, and vehicle washing products.Skin care products include, but are not limited to, body washes, facialcleansers, hand lotions, moisturizers, conditioners, astringents,exfoliation products, microdermabrasion and peel products, skinrejuvenation products, anti-aging products, masks, UV protectionproducts, and skin care puffs, wipes, discs, clothes, sheets, implementsand devices (with or without skin care compositions).

Indicia and/or images associated with the consumer product are includedin the merchandising systems of the present disclosure. Exemplaryindicia include brand names, trademarks, and non-trademarked text,manufacturer, distributor, and retailer names, and/or graphics. Otherindicia may also be used with the merchandising systems of the presentdisclosure. Images can include, but are not limited to, illustrations orpictorial representations of the unpackaged consumer product (e.g., apotato crisp), the consumer product in use (e.g., a diaper being worn byan infant), instructions for the use of the consumer product, andapplications of the product (e.g., a substrate to which the product isapplied-skin, hair, clothes, furniture, etc.).

In one exemplary embodiment of the present disclosure, the indiciaand/or image relates to an attribute of the consumer product. Theindicia and/or image may for example exhibit a pictorial representationof a source (or associated source) of a fragrance or flavor associatedwith a consumer product. For example, a hazelnut-flavored coffee productmay contain an image of a hazelnut on its packaging or advertisementmaterial, and a lavender-scented hair care product may contain an imageof lavender on its packaging or advertisement. Consumers generally havea preference for a particular fragrance or flavor of a product whenmultiple options are available, and therefore, indicia or images thatcan communicate the different fragrances or flavors, can enable theconsumer to conveniently locate their preferred product. The indiciaand/or image can also exhibit text that describes one or more attributesof the consumer product. For example, the text may describe a product'sfeel, look, intensity, size, scent, or flavor. This type of indiciaand/or image can provide visual imagery that communicates or conveysinformation to a prospective buyer to help them quickly and easilyascertain important aspects of the consumer product. Accordingly,indicia and/or images that relate to an attribute of a consumer productprovide much more than mere dress for the consumer product andprospective buyers may choose or may need to rely on such to make aninformed purchase decision.

In another exemplary embodiment, the indicia and/or image relates to atargeted benefit that is believed achievable by using the consumerproduct in accordance with the product's indicated use and directionsfor use. Many consumer products are targeted to change a substrate orenvironment, to which it is applied, from one condition to anothercondition; e.g., alter or improve the appearance and/or smell of asubstrate or environment. The indicia or images associated with a haircare product may, for example, relate to cleanliness, vibrancy, shine,or color that is achievable by applying the hair care product tomammalian hair. The indicia or images associated with a skin careproduct may, for example, relate to improving the appearance of skintone or texture. And the indicia or images associated with a detergentmay, for example, relate to an improvement in both appearance and smell.As with indicia or images relating to a product attribute, thoserelating to a targeted benefit can communicate important productinformation to prospective buyers. Consumers may face dozens or hundredsof different product options, and thus, indicia or images related to aproduct's targeted benefit can help a consumer decide which product isbest suited for their particular need(s).

The merchandising systems of the present disclosure include micro-optictechnology/structures that are capable of featuring at least a portionof the indicia or images associated with a consumer product.“Featuring,” as used herein, means to highlight, accentuate theappearance of, bring attention to, or otherwise visibly distinguish atleast a portion of the indicia or images from their surrounding. Thefeaturing is intended to catch the eye of a prospective buyer (orproduct user post-purchase) and to help distinguish a particular productfrom competing products. A consumer can face an overwhelming number ofproduct options when walking down the aisle of store, or when viewing asection of store shelving. The micro-optic effect or featuringaccordingly is intended to draw the consumer towards the particularconsumer product associated with merchandising systems of the presentdisclosure. After directing the prospective buyer's attention to theparticular consumer product, the featuring or effect may also facilitatethe viewing and/or understanding of the indicia or images. Furthermore,the micro-optic effect or featuring itself may have attributes thatrelate or are analogous to an attribute and/or a targeted benefit of theparticular consumer product. Specific examples and/or types of“featuring” will be discussed below in connection with technology thatis capable of providing the same.

Micro-optic structures generally comprise one or more optical structuresthat manage the reflection and/or transmission of light impingingthereon. A representative, non-limiting list of opticalstructures/elements include lenses, reflectors, non-imaging collectors,prisms, waveguides, mirrors, gratings, structural interference filters,and photonic crystals. Other optical structures/elements known to one ofordinary skill in the area of micro-optic technology are encompassedherein. The optical structures/elements may be sized in the micron ornanometer range.

Formation of indicia or images may be viewing angle dependent or viewingangle independent depending on the type of micro-optic technologyemployed. Some micro-optic structures may be adapted to displaydifferent images or image portions to each of an observer's eyes toyield a stereoscopic image. Other micro-optic structures may be adaptedto display the same image or image portion to both of an observer's eyesat a particular viewing angle, but different images or image portions atpredetermined different viewing angles. And still other micro-opticstructures may be adapted to produce 3-D or suspended (including “float”and/or “sink” appearances) indicia or images. In one embodiment, themicro-optic structure features an aspect of the indicia by displaying animage wherein the aspect appears to lie in a plane that differs from theapparent plane of at least one other aspect of the indicia. Themulti-planar appearance of the indicia may be used to accentuate theappearance of an aspect of the indicia. In one embodiment the particularaspect may be made to appear in front of, or above, the plane of theremainder of the indicia. In another embodiment, the particular aspectmay be made to appear beneath or behind the plane of other portions ofthe indicia. In still another embodiment, the particular aspect andother aspects of the indicia may be made to appear in three distinctplanes, an upper, middle and lower plane of display. The particularaspect may be made to appear in the plane of the indicia while otheraspects of the indicia are made to appear above or below that plane.Microoptic structures that can provide such optical effects can be foundin, for example, US2005/0180020, which is incorporated by reference asif fully set forth herein.

The following documents disclose additional micro-optictechnology/structures useful in the present disclosure and methods formaking the same: U.S. Pat. Nos. 5,359,454; 5,461,495; 5,475,533;5,503,902; 5,568,313; 5,715,316; 6,288,842; and 6,870,681, and U.S.Published patent application Nos. 2003/0179364; 2003/0232179;2004/0042753; and 2004/0067360. It is to be understood that othermicro-optic technology/structures may equally be employed in the presentdisclosure.

The micro-optic technologies disclosed in the above-identified patentdocuments are adapted to create various effects of indicia or imagesthat are positioned appropriately relative to the micro-optictechnologies. For example, U.S. Pat. No. 5,475,533 (the “'533 patent”)and U.S. Published patent application No. 2003/0179364 (the “'364application”) disclose micro-optic structures that are capable ofdirecting light in a specific field of view to intensify the brightnessof an associated indicium or image, causing the indicium or image toappear, within the specific field of view, as though it were illuminatedby a backlight. Conventional printing and imaging substrates, such ashigh whiteness papers, scatter light in all directions in a Lambertiandistribution, wherein a majority of the light illuminating indicia orimages is wasted, scattered away from a viewer. The micro-opticstructures disclosed in the '533 patent and the '364 applicationinclude, for example, a plurality of optical elements, each of whichcomprises a non-planar surface (curved in at least one dimension) thatdirect light in a defined field of view (specific viewing angle). Thegeometry of the optical elements controls scatter of the light, andconcentrates the light into the defined field of view in which anassociated indicium or image appears brighter or illuminated compared toits appearance outside the defined field of view.

U.S. Published patent application No. 2004/0042753 discloses micro-opticstructures comprising optical waveguides. In an exemplary embodiment theoptical waveguides are generally defined by at least two polymer layerswhich have different indices of refraction. In one embodiment, theoptical waveguide includes optical elements that receive lightilluminating the optical waveguide and then manipulate the receivedlight so that it is concentrated in a defined area and reemitted fromthe optical waveguide to produce an intensified area of light reflectionand/or transmission. Indicia or an image located proximate the reemittedlight will appear illuminated or brighter relative to the areasurrounding the same. In another embodiment the reemitted light may bedirected to form a partial or complete perimeter or halo around theindicia or image. In a further exemplary embodiment, an opticalwaveguide is provided for illuminating at least a portion of an indiciaor image, wherein the optical waveguide includes a first polymer layerhaving at least one optical element formed therein for operating onlight in a predetermined manner, the first polymer layer having at leasttwo sides and a second polymer layer having at least two sides whereinone of the at least two sides of the first polymer layer is disposedadjacent to one of the at least two sides of the second polymer layer,the first polymer layer having a first index of refraction, the secondpolymer layer having a second index of refraction, the first index ofrefraction being different than the second index of refraction, whereinlight projected into the first polymer layer in a directionsubstantially parallel to the first and second sides of the firstpolymer layer will be guided through the first polymer layer by internalreflection

U.S. Pat. No. 6,288,842 discloses a microlens sheeting material having acomposite image that appears to be suspended above or below thesheeting. These suspended images can be referred to as floating images,and they can be located above or below the sheeting (either as two orthree-dimensional images), or can be a three-dimensional image thatappears above, in the plane of, and below the sheeting. The images canbe in black and white or in color, and can appear to move with theobserver. The floating image(s) can be observed by a viewer with theunaided eye.

U.S. Published patent application No. 2005/0180020 discloses a filmmaterial that utilizes an array of focusing elements, for example,non-cylindrical lenses. There are a number of distinct visual effectsthat can be provided by the film material, which the application refersto as “Unison” for the material in general, or by the names “UnisonMotion”, “Unison Deep”, “Unison SuperDeep”, “Unison Float”, “UnisonSuperFloat”, “Unison Levitate”, “Unison Morph”, and “Unison 3-D” forUnison material presenting those respective effects. Unison Motion, forexample, presents images that show orthoparallactic movement (OPM)—whenthe material is tilted, the images move in a direction of tilt thatappears to be perpendicular to the direction anticipated by normalparallax. Unison Deep, and SuperDeep present images that appear to reston a spatial plane that is visually deeper than the thickness of thematerial. Unison Float, and SuperFloat present images that appear torest on a spatial plane that is a distance above the surface of thematerial; and Unison Levitate presents images that oscillate from UnisonDeep (or SuperDeep) to Unison Float (or SuperFloat) as the material isrotated through a given angle (e.g. 90 degrees), then returning toUnison Deep (or SuperDeep) again as the material is further rotated bythe same amount. Unison Morph presents synthetic images that changeform, shape, or size as the material is rotated or viewed from differentviewpoints. Unison 3-D presents images that show large scalethree-dimensional structure, such as an image of a face.

U.S. Pat. No. 5,359,454 (the “'454 patent”) discloses an apparatus forproducing thin-film autostereoscopic and dynamic images. This isaccomplished, for example, through the use of a light control materialcomprised of a multi-layer optical system. In one embodiment of thedisclosed in the '454 patent, the first layer of the optical system(generally referred to as the “outer optic”) consists of focusingelements. These elements may consist of, for example, refractivecylindrical lenses, diffractive optic lenses or mixed optic lenses. Thesecond layer consists of light control optics (often referred to as the“inner optic”). This layer may provide directional control of the lightpassing out through the outer optic to the observer. The inner opticconsists of a pattern of bright zones and dark zones. In an exemplaryembodiment, the dark zones are light absorbing or light dispersing zonesdispersed among the bright zones.

In one embodiment of the present disclosure micro-optic embodiments arein the form of flexible sheeting material, for example a polymericmaterial, that include a plurality of optical elements, such as, forexample, lenses and/or reflectors. The flexible sheeting material mayinclude a single layer or multiple layers. The flexible sheetingmaterial may optionally be affixed to a substrate. Indicia or images maybe printed directly on or formed in the flexible sheeting material, ormay be printed on or formed in a separate sheeting material which issubsequently laminated (including affixed, attached or adhered) to theflexible sheeting material.

In accordance with the merchandising systems of the present disclosure,at least one of the consumer products, packaging for the consumerproduct, and advertisement material pertaining to the consumer productcomprises the indicia and/or image and a micro-optic structure tofeature the same. The combination of the micro-optic structure andindicia/image may be referred to herein as a “micro-optic-indiciasystem.” Thus, in one embodiment, a micro-optic-indicia system isincorporated directly with the consumer product itself. Themicro-optic-indicia system may form at least a portion of the outerlayer or surface of the consumer product, or be permanently affixed orremovably affixed (e.g., peelable) to the product's outer layer orsurface. For example, a micro-optic-indicia system may form at least aportion of the liquid impermeable backsheet of a baby diaper.

In a second embodiment, packaging for the consumer product comprises theindicia and/or image and the micro-optic structure. The packaging may beprimary packaging, secondary packaging, and/or additional packaging. Thetype of packaging associated with the present disclosure is unlimited.The packaging can be made from a variety of materials, can be made innumerous configurations, and can be made with any manufacturingtechniques known to the skilled artisan. Exemplary packaging embodimentsinclude boxes, bags, pouches, paperboard cans, bottles, tottles, jars,thermoform blisters, clamshells, and combinations thereof. Otherpackaging embodiments are equally suitable. In accordance with thisembodiment, a micro-optic-indicia system may form at least some of thepackaging itself, or alternatively be separately manufactured andaffixed to the packaging.

The micro-optic indicia system may be employed in conjunction with othervisual elements such as metal foils, iridescent and fluorescent inks andother visual elements as are known in the art.

The micro-optic-indicia system may be included with or take the form ofa label or other package element that can be affixed to the consumerproduct itself, advertisement material pertaining to the consumerproduct, and/or packaging of the consumer product. The label can becompletely or partially affixed to packaging of the product after thepackaging is formed or during its formation (e.g., in-mold labeling).The label can be removable (e.g., peelable), and in some embodiments canbe reaffixed to the consumer product or its packaging, or affixed toanother substrate. In some cases, it may be desirable that the removalstep be done with little or no damage (e.g., no unintended distortion,tears, etc) to the label or micro-optic-indicia system; and/or, theconsumer product, advertisement material or packaging to which it waspreviously affixed. Consumer products and or its packaging may containmore than one micro-optic-indicia system, and may also contain labelsand other product information features that do not containmicro-optic-indicia systems.

In a third embodiment, advertisement materials and/or devices pertainingto the consumer product comprises the indicia and/or image and themicro-optic structure. Exemplary advertisement materials/devicesinclude, but are not limited to, point-of-sale devices and/or materials,sample products and related information, coupons, mailers, periodicaladvertisement documents, product brochures, product inserts, productdisplays, shelf talkers, billboards, posters, buses, outdoor seating,and any other advertisement media available to prospective buyers.Advertisement materials/devices can be completely or partially affixed(permanently or removably) to consumer products or its packaging, orincluded within the consumer product packaging, for example. Disposingmicro-optic-indicia systems within packaging provides an opportunity tocommunicate aspects of the consumer product as package components areopened or otherwise manipulated to allow access to the consumer product.Peelable labels or other micro-optic-indicia system elements may beaffixed to advertisement materials/devices, so that a consumer canremove them, transport them, and/or affix them to a chosen substrate.Advertisement materials themselves may be made, at least in part, frommicro-optic-indicia systems.

As noted above, indicia or images associated with the consumer productmay relate to an attribute or targeted benefit of the consumer product,such that the indicia or images visually communicate purchase-decisionrelated information to prospective buyers. An additional level of visualimagery may be provided by the micro-optic technology and its effect(s).This additional level of visual imagery may also relate or be analogousto an attribute or targeted benefit of the consumer product. Forexample, micro-optic technology that is capable of managing lightscatter such that light is concentrated within a defined field of viewto provide a zone of brightness, such as that disclosed in U.S. Pat. No.5,475,533, and U.S. Pat. No. Published patent application Nos.2003/0179364 and 2004/0042753, for example, can be employed withconsumer products that are marketed for altering the appearance of asubstrate to which it is applied, consumer products that employ orprovide energy (e.g., batteries), or products with a sharp or definededge (e.g., razors and blades).

In one embodiment the indicia comprises a first portion related to afirst appearance of a substrate and also a second portion related to asecond appearance of the substrate. In this embodiment, the first andsecond portions may be utilized to illustrate before and afterappearances associated with the use of the consumer product.

Micro-optic technology that concentrates light within a defined field ofview can be employed to provide additional visual imagery to prospectivebuyers about a consumer product that is marketed to clean, brighten,whiten, lighten, refresh, condition, and/or rejuvenate a substrate orenvironment; or that is marketed to provide vibrancy, luminosity, and/orshine to a substrate. That is, the effect of the micro-optic technologyis linked to a targeted benefit of the consumer product, such that themicro-optic technology effect itself can communicate purchase-decisionrelated information to prospective buyers. Exemplary substrates include,but are not limited to, mammalian keratinous tissue (skin, hair, toe andfinger nails), teeth, clothing, textiles, hard surfaces, architecturalsurfaces, furniture, appliance surfaces, flooring, home and personaldecor, and vehicle surfaces. The indicia or images that are beingfeatured by the micro-optic technology that manages light within adefined field of view may or may not also relate to a targeted benefitof the consumer product. The indicia or images may be a brand name,trademark, or other non-trademarked text and/or graphics that do notnecessarily communicate any of the above-identified benefits. Thus, themicro-optic effect can provide visual imagery related to an aspect ofthe corresponding consumer products, independent of the content of thefeatured indicium or image.

One merchandising system of the present disclosure includes a laundrycare product that is marketed for cleaning, brightening, whitening,and/or refreshing clothes; indicia and/or an image associated with thelaundry care product; and a micro-optic structure that is capable ofmanaging reflected/transmitted light into a field of view, so that theindicia and/or image appears brighter or illuminated when viewed withinthe field of view versus when viewed outside the field of view, such asthrough use of the light control material of U.S. Pat. No. 5,475,533.

Another merchandising system of the present disclosure includes an oralcare product that is marketed for cleaning, brightening, whitening,and/or lightening one's teeth, and/or refreshing one's breath; indiciaand/or an image associated with the oral care product; and a micro-opticstructure that is capable of managing reflected/transmitted light into afield of view, so that the indicia and/or image appears brighter orilluminated when viewed within the field of view versus when viewedoutside the field of view.

Another merchandising system of the present disclosure includes a beautycare product that is marketed for changing the appearance of one's skinand/or hair; indicia and/or an image associated with the beauty careproduct; and a micro-optic structure that is capable of managingreflected/transmitted light into a field of view, so that the indiciaand/or image appears brighter or illuminated when viewed within thefield of view versus when viewed outside the field of view. Exemplarybeauty care products include those that are marketed for improving skintone and/or texture, improving the appearance of fines lines andwrinkles, diminishing brown spots or discoloration, reducing yellowappearance of skin, reducing redness of skin, combating manifestationsof aging, promoting defined or luminous skin, and promoting shine,vibrancy, or luminosity. “Defined” skin may refer to youthful lookingskin that is virtually free from discolorations, fine lines, andwrinkles; beautiful from any distance and any angle. Defined skin ismore luminous and/or virtually flawless. “Luminosity” may refer to theway skin interacts with light. Young skin can work like a mirror,reflecting light, and creating a glow. Over time, damage to skin candiminish its ability to reflect light. The beauty care products maycomprise skin care materials, actives or other such agents thatcontribute towards achieving the targeted benefit of such products. Forexample, the beauty care product may contain a known skin whitening orlightening agent.

Yet another merchandising system of the present disclosure includes aconsumer product comprising a sunscreen; indicia and/or an imageassociated with the consumer product; and a micro-optic structure thatis capable of illuminating at least a portion of the indicia and/orimage by managing light impinging on the micro-optic structure.

Micro-optic technology that is capable of producing a “floating” indiciaor image, such as that disclosed in U.S. Published patent applicationNo. 2005/0180020, can be employed in merchandising systems of thepresent disclosure to convey a related consumer product attribute ortargeted benefit, such as, for example, softness, lightness, airiness,freshness, steaminess, foaminess (including foaming, lathering,formation of bubbles), and aromaticness. Here again, the micro-optictechnology effect itself can communicate purchase-decision relatedinformation to prospective buyers. For example, the consumer product maybe a paper product (e.g., paper towel, facial tissue, toilet tissue), ababy care product, or a feminine hygiene product, and the floatingeffect is employed to communicate softness, strength, absorbency,lightness, airiness, and/or freshness. The consumer product may be alaundry care product and the floating effect is employed to communicateairiness and/or freshness.

Micro-optic technology that is capable of producing a “sinking” indiciaor image, such as that disclosed in U.S. Published patent applicationNo. 2005/0180020, can also be employed in merchandising systems of thepresent disclosure to convey a related consumer product attribute ortargeted benefit. For example, the consumer product may be a paperproduct, a baby care product, or a feminine hygiene product and thesinking effect is employed to communicate the product's ability toreceive and/or retain bodily fluids/solids. The accompanying indiciaand/or images may be, for example, in the form of a droplet or otherpictorial representation of fluids, such as urine and menses.

The present disclosure is also directed to consumer products, packagingof consumer products, and or advertisement materials pertaining to theconsumer products that comprise multiple (two or more) sensorial-evokingelements, wherein one of the sensorial-evoking elements includes avisual stimulus comprising micro-optic technology to feature at least aportion of indicia/images associated with the consumer product. The typeof featuring or effect provided by the micro-optic technology can vary.The technology can produce, for example, autostereoscopic, dynamic,suspended (“float” and/or “sink”), and 3-D images. The additionalsensorial-evoking element(s) may comprise an olfactory stimulus, anauditory stimulus, a tactile stimulus (including surface texture andthermal aspects), a visual stimulus, or a combination thereof.Exemplary, and non-limiting olfactory structures include scratch andsniff structures, adhesives having volatile oils impregnated therein andother suitable means for providing a scent. Exemplary and non-limitingauditory structures include textured surfaces adapted to reproduce aparticular sound upon interaction with a shopper, recorded soundsreplayed as requested and other suitable means. Exemplary andnon-limiting tactile structures include structures that emulate orduplicate surface textures of the product or other materials to suggestor illustrate the effect of the products. Exemplary visual structuresinclude additional applications of the micro-optic technology/structurespreviously disclosed, lenticular structures, printed structures andother suitable structures for producing a visual effect. Employingmultiple sensorial-evoking elements is intended to provide a morecomplete emotive interaction with prospective buyers and users of theconsumer product. It is to be understood that the secondarysensorial-evoking element can reinforce the same specific product aspect(e.g., a product attribute or targeted benefit), or it can be directedto a different product aspect.

The secondary sensorial-evoking elements can provide stimulus with orwithout action by a consumer. That is, it can be continually active, orin a ready state, or alternatively be activated (directly or indirectly)by the consumer; e.g., a secondary sensorial-evoking element cancomprise “scratch and sniff” technologies and configurations, or can beelectronically facilitated and activated by manipulation of anactivation mechanism or via a sensor.

Sensorial-evoking elements that include indicia or images andmicro-optic technology to feature the indicia or images can communicateinformation (e.g., attribute or targeted benefit) relating to theconsumer product to prospective buyers via the content of theindicia/images and/or via the effect provided by the micro-optictechnology, as discussed above. Accordingly, if a secondsensorial-evoking element also comprises indicia or images, theircombination can potentially produce four levels of product-relatedinformation, even in the absence of text (where the indicia or images donot include text).

The following are examples of consumer products employing multiplesensorial-evoking elements on the product itself, its packaging, and/oradvertisement material pertaining to the consumer product. A firstexemplary embodiment includes an antiperspirant/deodorant product havingan image of a surfer on its packaging or advertisement material that isfeatured by micro-optic technology, combined with 1) anolfactory-related sensorial element that produces a scent of suntanlotion; 2) an auditory-related sensorial element that produces sounds ofsurf; and/or 3) a tactile-related sensorial element that has the feel ofa surfboard or a wet feel. A second exemplary embodiment includes abeauty care product having an image of a woman's face on its packagingor advertisement material that is featured by micro-optic technology,combined with 1) an auditory-related sensorial element that producessoft music; and/or 2) a tactile-related sensorial element that comprisesa velvety or satiny feeling surface. A third exemplary embodimentincludes a green-onion flavored snack item having an image of greenonions on its packaging or advertisement material that is featured bymicro-optic technology, combined with an olfactory-related sensorialelement that can produce an onion scent. A fourth exemplary embodimentincludes a coffee product having an image of a vanilla bean on itspackaging or advertisement material that is featured by micro-optictechnology, combined with an olfactory-related sensorial element thatcan produce a vanilla scent. Alternative embodiments are contemplated bythe present disclosure, and claims reciting multiple sensorial-evokingelements are not limited to the exemplary embodiments described above.

The present disclosure is also directed to methods of merchandising aconsumer product. A first exemplary method comprises the followingsteps: a) locating a first plurality of the consumer products belongingto a product category in a first location; 2) locating a secondplurality of products, which are different from the first plurality ofconsumer products but belong to the same product category, in a secondlocation that can be concurrently viewed with the first location; 3)displaying packaging and/or advertisement material pertaining to theplurality of consumer products proximate the first location, wherein thepackaging and/or advertisement material comprises an image and amicro-optic structure; and 4) exposing the micro-optic structure to anillumination source whereby the image is featured, at least in part, bythe micro-optic structure so that a consumer is capable ofdistinguishing the plurality of consumer products from the secondplurality of products.

A second exemplary method includes communicating a textual (oral and/orwritten) communication to a prospective buyer, and communicating anon-textual visual communication to the prospective buyer, wherein bothof the communications are related to brightness, luminosity, whitening,and/or lightening. The non-textual visual communication may beaccomplished by employing micro-optic technology and indicia/images thatare featured by the micro-optic technology, for example. This method maybe used, for example, to merchandise skin care products that compriselightening and/or whitening agents, such as, for example, hydroqunone,arbutin, sugar amines, kojic acid, mulberry extract, licorice extract,hexamidine, n-acyl amino acid compounds, and vitamin C or a derivativethereof.

A third exemplary method comprises the steps of offering a consumerproduct for sale, and displaying a point-of-sale device associated withthe consumer product. The point-of-sale device includes an imagecomprising, for example, at least a portion of a human face that appearsilluminated relative to its surrounding. The point-of-sale device canhave many forms including, but not limited to, a product display that isaffixed to store shelving and/or other display structures, resting on astore shelf, or placed on the floor proximate shelving containingadditional associated consumer products or at the end of an aisle, forexample; a shelf-talker; an emblem or other structure affixed to thefloor; a coupon booklet; and a product information document, booklet, orguide placed proximate the associated consumer product. With referenceto FIG. 1, an exemplary point-of-sale device in the form of a display 10is shown. Display 10 includes a base 12, an upwardly extending member14, three rows 16, 18, 20 of beauty care products supported by base 12,and a test or sample beauty care product 22 that is also supported bybase 12. Base 12 can be made from a variety of materials and by avariety of manufacturing methods known by the skilled artisan. Basematerials include cellulosic-based materials, such as, for example,cardboard and corrugated board stock; as well as, polymeric materials,such as, for example, polyethylene or polypropylene. Bases that are madeat least in part by polymeric materials may be thermoformed or injectionmolded, for example. Base 12 can be placed (as shown or with additionalelements) on a store shelf, be affixed to a store shelf, or be placed inthe aisle of a store, for example.

Upwardly extending member 14 includes, for example, an image 24 of ahuman face on a surface 26 that is positioned at an angle relative tobase 12. The beauty care products included in rows 16,18 and 20 may beskin care products that are marketed to improve the appearance of skin.For example, the beauty care products may be marketed for one or more ofthe following: improving the appearance of fine lines or wrinkles,improving skin tone, improving skin texture, diminishing brown spots orother discoloration, reducing yellow appearance of skin, reducingredness of skin, combating manifestations of aging and/or environmentalfactors.

At least some of the above-listed benefits may be characterized asachieving a highly defined or luminous skin appearance. In this context,image 24 has a bright or illuminated appearance. A number of differenttechniques can be employed to provide a bright or illuminated appearanceto image 24. For example, micro-optic technology that is capable ofmanaging light (either or both reflected or transmitted light) within afield of view (i.e., control scatter and concentrate light) may beemployed. When an observer views image 24 within the field of view, theimage appears brighter or illuminated in respect to its surroundings viathe concentration of light. U.S. Pat. No. 5,475,533 and U.S. Publishedpatent application No. 2003/0179364 describe examples of such technologyand methods for making the same. The human face included in image 24 canbe printed or otherwise encoded or formed in/onto micro-optic technologysheeting, or be printed on or formed in a separate substrate that ispositioned proximate micro-optic sheeting. The above patent documentsillustrate various configurations and methods of associatingindicia/images with micro-optic structures.

Other techniques for making image 24 appear brighter or illuminatedrelative to its surrounding include employing highly reflective (e.g.,foils or laminations including foils) or high gloss substrates on whichthe human face is imprinted. Contrasting materials may be employed inregion 27 and region 28, whereby region 27 has a lighter/brighterappearance. Furthermore, a dedicated illumination source may be employedwith the display; for example, a light may be placed within orunderneath upwardly extending member 14 such that image 24 appears to bebacklit. A dedicated illumination source may also be positioned within aclose distance (e.g., within 2 meters) of image 24 and directed towardthe image. The dedicated illumination source may illuminate the imagewith a higher lux value than would otherwise be available bynon-dedicated environmental lighting.

The beauty care products included in rows 16, 18, and 20 may be the sameor may be different from one another. FIGS. 2 and 3 show examples of apackaged beauty care products that could be used with display 10. Thebeauty care products include a primary packaging container 40 and asecondary packaging container 50. Primary packaging container 40 isconfigured to be received within secondary packaging container 50.Primary packaging container 40 may or may not be visible depending onthe features of secondary packaging container 50.

Primary packaging container 40 is shown with a visual sensorial-evokingelement 42 that includes an image and micro-optic technology to featurethe same. Secondary packaging container 50 is shown with a firstsensorial-evoking element 52 and a second sensorial-evoking element 54.First sensorial-evoking element 52 comprises indicia and micro-optictechnology for visually featuring the indicia. Second sensorial-evokingelement 54 comprises an olfactory-related stimulus that is capable ofproducing a fragrance. It is to be understood that the sensorial-evokingelements 52, 54 can be different from those described herein. Each ofthe elements can comprise visual, auditory, olfactory, and tactilestimuli. The sensorial-evoking elements can be similar or different.

Exemplary beauty care products may include optional ingredients orcomponents that are suitable for use in contact with human keratinoustissue without undue toxicity, incompatibility, instability, allergicresponse, and the like within the scope of sound judgment. The CTFACosmetic Ingredient Handbook, Second Edition (1992) describes a widevariety of nonlimiting cosmetic and pharmaceutical ingredients commonlyused in the beauty care industry, which are suitable for use in consumerproducts of the present disclosure. Examples of these ingredient classesinclude: abrasives, absorbents, aesthetic components such as fragrances,pigments, colorings/colorants, essential oils, skin sensates,astringents, etc. (e.g., clove oil, menthol, camphor, eucalyptus oil,eugenol, menthyl lactate, witch hazel distillate), anti-acne agents,anti-caking agents, antifoaming agents, antimicrobial agents (e.g.,iodopropyl butylcarbamate), antioxidants, binders, biological additives,buffering agents, bulking agents, chelating agents, chemical additives,colorants, cosmetic astringents, cosmetic biocides, denaturants, drugastringents, external analgesics, film formers or materials, e.g.,polymers, for aiding the film-forming properties and substantivity ofthe composition (e.g., copolymer of eicosene and vinyl pyrrolidone),opacifying agents, pH adjusters, propellants, reducing agents,sequestrants, skin bleaching and lightening agents, skin-conditioningagents, skin soothing and/or healing agents and derivatives, skintreating agents, thickeners, and vitamins and derivatives thereof.

Beauty care products associated with the present disclosure may also beuseful in inhibiting hair growth, reducing shaving frequency, improvingease of shaving, decreasing shaving frequency, making hair softer and/orfiner, making hair less noticeable, slowing the re-growth of hair,reducing erythema and/or irritation to skin, making skin smoother and/orsilkier, and improving the hair removal process.

Exemplary beauty care products may also be in the form of cosmetics.Suitable cosmetic forms include, but are not limited to, foundations,lipsticks, rouges, mascaras, and the like.

The dimensions and values disclosed herein are not to be understood asbeing strictly limited to the exact numerical values recited. Instead,unless otherwise specified, each such dimension is intended to mean boththe recited value and a functionally equivalent range surrounding thatvalue. For example, a dimension disclosed as “40 mm” is intended to mean“about 40 mm”.

All documents cited in the Detailed Description of the Invention are, inrelevant part, incorporated herein by reference; the citation of anydocument is not to be construed as an admission that it is prior artwith respect to the present disclosure. To the extent that any meaningor definition of a term in this written document conflicts with anymeaning or definition of the term in a document incorporated byreference, the meaning or definition assigned to the term in thiswritten document shall govern.

While particular embodiments of the present disclosure have beenillustrated and described, it would be obvious to those skilled in theart that various other changes and modifications can be made withoutdeparting from the spirit and scope of the invention. It is thereforeintended to cover in the appended claims all such changes andmodifications that are within the scope of this invention.

1. A merchandising system, comprising: a consumer product; and at leastone of the consumer product, packaging for the consumer product, andadvertisement material pertaining to the consumer product comprising: a)indicia and/or an image that relates or is analogous to an attributeand/or targeted benefit of the consumer product; and b) an opticalwaveguide for illuminating at least a portion of the indicia and/orimage.
 2. The system of claim 1, wherein the optical waveguide isdefined by a multi-layer polymeric film comprising a first polymer layerhaving an index of refraction that is higher than that of a secondpolymer layer.
 3. The system of claim 1, wherein the optical waveguideis defined by a multi-layer polymeric film comprising: a) a first planarpolymer layer having an index of refraction that is higher than that ofa second planar polymer layer; and b) at least one optical element;wherein light projected into the first planar polymer layer in adirection substantially parallel to the plane of the first planarpolymer layer is guided through the first planar polymer layer byinternal reflection, and wherein the at least one optical element iscapable of altering a wavefront form or energy distribution of thelight.
 4. The system of claim 3, wherein the optical waveguide issufficiently flexible to assume a non-planar configuration when affixedto the at least one of the consumer product, packaging for the consumerproduct, and advertisement material pertaining to the consumer product.5. The system of claim 1, wherein the optical waveguide comprises afirst polymer layer having at least one optical element formed thereinfor operating on light in a predetermined manner, the first polymerlayer having at least two sides and a second polymer layer having atleast two sides wherein one of the at least two sides of the firstpolymer layer is disposed adjacent to one of the at least two sides ofthe second polymer layer, the first polymer layer having a first indexof refraction, the second polymer layer having a second index ofrefraction, the first index of refraction being higher than the secondindex of refraction, wherein light projected into the first polymerlayer in a direction substantially parallel to the first and secondsides of the first polymer layer will be guided through the firstpolymer layer by internal reflection.
 6. The system of claim 1, whereinthe indicia and/or image comprises a photograph or illustration ofmammalian keratinous tissue.
 7. The system of claim 1, wherein theindicia and/or image comprises a photograph or illustration of at leasta portion of a human face.
 8. The system of claim 1, wherein theconsumer product is marketed for changing the appearance and/orcondition of a substrate or environment to which it is applied.
 9. Thesystem of claim 8, wherein the substrate is selected from the groupconsisting of mammalian keratinous tissue, clothing, textiles, hardsurfaces, architectural surfaces, furniture, appliances, vehicles,personal and/or home decor and accessories, and teeth.
 10. The system ofclaim 8, wherein the consumer product is marketed for at least one of:cleaning the substrate, brightening the substrate, whitening thesubstrate and lightening the substrate.
 11. The system of claim 1,wherein the consumer product is a beauty care product.
 12. The system ofclaim 11, wherein the beauty care product is marketed for one or more ofthe following: improving the appearance of fine lines or wrinkles,diminishing discoloration, reducing yellow appearance of skin, reducingredness of skin, improving skin texture, improving skin tone, combatingmanifestations of aging, and promoting defined or luminous skinappearance.
 13. The system of claim 1, wherein the indicia and/or imageand the micro-optic structure are included in a label that is associatedwith the at least one of the consumer product, packaging for theconsumer product, and advertisement material pertaining to the consumerproduct.
 14. The system of claim 13, wherein the label is removablyaffixed to the at least one of the consumer product, packaging for theconsumer product, and advertisement material pertaining to the consumerproduct.
 15. The system of claim 14, wherein the removably affixed labelcan be affixed to a substrate after it is removed from the at least oneof the consumer product, packaging for the consumer product, andadvertisement material pertaining to the consumer product.
 16. Thesystem of claim 1, wherein the consumer product comprises a skin careactive.
 17. The system of claim 16, wherein the skin care active isselected from the group consisting of hydroquinone, arbutin, sugaramines, kojic acid, mulberry extract, licorice extract, hexamidine,n-acyl amino acid compounds, vitamin C or a derivative thereof, vitaminB3 or a derivative thereof, panthenol, vitamin E acetate, n-acetylglucosamine, ascorbyl glucoside, retinyl propionate, organic sunscreens,metal oxide sunscreens, glycerol, petrolatum, caffeine, salicylic acid,vitamin B6, glycosyl hesperidin, phytosterol, cetyl pyridinium chloride,thiotaine, carnosine, hexanediol, tetrahydrocurcumin, peptide,dehydroacetic acid, green tea extract, and zinc pyrthione.
 18. Thesystem of claim 1, wherein the consumer product comprises an exfoliationagent, an optical brightner, a bleaching agent, an anti-oxidant/radicalscavenger, an anti-inflammatory agent, an anti-microbial agent, ananti-acne agent, an anti-dandruff agent, a tanning agent, a UVprotection agent, and/or an anti-cellulite agent.
 19. The system ofclaim 1, wherein advertisement material pertaining to the consumerproduct comprises the indicia and/or image and the micro-opticstructure, and wherein the advertisement material is selected from thegroup consisting of point-of-sale devices and/or materials, coupons,mailers, periodical advertisement documents, product brochures, productinserts, product displays, shelf talkers, billboards, posters, buses,outdoor seating, and combinations thereof.
 20. The system of claim 1,wherein consumer product is selected from the group consisting ofdentifrice, floss, toothbrushes, mouth rinses, gum care, tooth whiteningproducts, detergents, fabric conditioners, dish care products, householdcleaners, bleach, vehicle care, fabric and home cleaning implements,architectural surface treatment products, pet care, mammalian wipes, andtoweling.